In recent weeks, investigative reporting has revealed that several brands are quietly deploying AI-generated influencers on social media. These synthetic personalities appear to share experiences with products as if they were real customers, yet often give no obvious indication that the people in the posts are not real humans.

The Guardian’s investigation suggests that behind some highly polished feeds lies AI-created content shaped to simulate authentic endorsement, raising questions about who is behind the posts and how audiences are meant to interpret them.

Experts warn that this practice can blur the line between genuine customer feedback and marketing, potentially deceiving lookalike audiences and eroding trust in online recommendations. When representations of “real” customers are computer-made, oversight and transparency become essential to maintain credibility and protect consumers.

Beyond ethics, the rise of synthetic influencers has implications for advertising standards and platform policies. Regulators and brands alike are being urged to clarify sponsorship disclosures and to label AI-generated content clearly. Without clear disclosures, audiences may assume endorsements come from real people with real experiences, undermining informed consumer choices.

So what should brands do? Many industry voices argue for explicit labeling of AI-generated influencers, transparent disclosure of sponsorships, and a consistency of messaging across channels. By treating AI-generated actors as a new category within digital marketing—and not a subtle tactic to simulate authenticity—brands can preserve trust while still leveraging cutting-edge technology.

1. The Guardian: Brands using AI-generated influencers to promote products on social media (by Sarah Marsh)